EA likes money. No Steam support = lots less money. I have a feeling they will wise up and be releasing on Steam as well. Maybe not at launch but I'm sure Steam will get some BF3 love at some point.
I'm gonna get it... In fact I already made preorder @ GMG which thanks to digital trade-ins, account credit (including £5 for beta testing EA games there) and voucher code cost me only £5 of real money
Gonna play it on PC sponsored by my Grandma: i5-2500k @ 4.7Ghz & GTX 580